IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v12y2019i7p133-140.html
   My bibliography  Save this article

Relationship Marketing as an Orientation to Customer Retention: Evidence from Banks of Pakistan

Author

Listed:
  • Benazir Solangi
  • Urooj Talpur
  • Sanober Salman Shaikh
  • Tania Mushatque
  • Muhammad Asif Channa

Abstract

This study aims to underpin the relationship marketing as an orientation to customer retention. Further, this study undertakes the case study of banking sector from Sindh province, Pakistan. The reason of conducting this study was to analyze the impact of relationship marketing on customer’s retention in the banking sector. Relationship marketing is getting more attention and popularity around the world and helps in developing customers satisfaction and loyalty. Quantitative research approach was used to measure the response of the sample. A field survey was conducted from customers of 20 banks operating in Larkana. An adopted questionnaire was used with five variables, four independent (Trust, commitment, communication and conflict handling) to predict one dependent variable (Customer retention) at 5-point Likert scale. The response was collected through close-ended questionnaire. The study has found that all the independent variables are positive and significant predictors of dependent variable with a good fit between their reliability and sample size adequacy. The major contribution of this study for the managers of banks particularly in Pakistani context is to take serious efforts to implement CRM effectively for customer retention in challenging marketing landscape due to technological and business extensions. The study has self-report nature so it cannot be generalized in all aspects. Research has left a gap for future research in the same set as well.

Suggested Citation

  • Benazir Solangi & Urooj Talpur & Sanober Salman Shaikh & Tania Mushatque & Muhammad Asif Channa, 2019. "Relationship Marketing as an Orientation to Customer Retention: Evidence from Banks of Pakistan," International Business Research, Canadian Center of Science and Education, vol. 12(7), pages 133-140, July.
    • Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:7:p:133-140
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/download/0/0/39876/40938
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/0/39876
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nyadzayo, Munyaradzi W. & Khajehzadeh, Saman, 2016. "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 262-270.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    2. Robaina-Calderín, Lorena & Martín-Santana, Josefa D. & Melián-Alzola, Lucía, 2023. "Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)," Socio-Economic Planning Sciences, Elsevier, vol. 86(C).
    3. White, Christopher J. & Tong, Eudora, 2019. "On linking socioeconomic status to consumer loyalty behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 60-65.
    4. Chao-Chin Huang & Chung-Yuan Tsay & Shih-Chieh Fang & Shyh-Ming Huang, 2023. "A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 19-32, February.
    5. Sonja Fourie & Michael Goldman & Michael McCall, 2023. "Designing for loyalty programme effectiveness in the financial services industry," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 502-525, September.
    6. Souiden, Nizar & Amara, Nabil & Chaouali, Walid, 2020. "Optimal image mix cues and their impacts on consumers’ purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Neringa Vilkaite-Vaitone & Ilona Skackauskiene, 2020. "Service Customer Loyalty: An Evaluation Based on Loyalty Factors," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    8. Picón-Berjoyo, Araceli & Ruiz-Moreno, Carolina & Castro, Ignacio, 2016. "A mediating and multigroup analysis of customer loyalty," European Management Journal, Elsevier, vol. 34(6), pages 701-713.
    9. Kojo Kakra Twum & Andrews Agya Yalley & Gloria Kakrabah-Quarshie Agyapong & Daniel Ofori, 2021. "The influence of Public University library service quality and library Brand image on user loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 207-227, June.
    10. Li, Mingfei & Huang, Shanshan, 2022. "Contactless but loyal customers: The roles of anxiety and sociability in the hotel service context," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Chan, Vanessa Hiu Ying & Chiu, Dickson K.W. & Ho, Kevin K.W., 2022. "Mediating effects on the relationship between perceived service quality and public library app loyalty during the COVID-19 era," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    12. Minton, Elizabeth A. & Johnson, Kathryn A. & Liu, Richie L., 2019. "Religiosity and special food consumption: The explanatory effects of moral priorities," Journal of Business Research, Elsevier, vol. 95(C), pages 442-454.
    13. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    14. Oscar Eduardo Ávila-Rodríguez, Silvana Janeth Correa-Henao, Laura Cristina Henao-Colorado, Héctor Alonso Monroy-Escudero, Jorge Iván Brand-Ortiz, 2021. "Determinantes de la lealtad en la relación entre la Liga Antioquena de Tenis de Campo y sus clientes," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(15), pages 1-24, September.
    15. Fikri Aulawi Rusmahafi & Ririn Wulandari, 2020. "The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 68-77.
    16. Seyyed Sajjad Mohtasham & Sedigheh Kobra Sarollahi & Delara Hamirazavi, 2017. "The effect of service quality and innovation on word of mouth marketing success," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(2), pages 229-245, August.
    17. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    18. Wan Afezah Wan Abdul Rahman & Zainil Hanim Saidin, 2021. "Customer Loyalty: The Effect of Service Quality and Brand Image in Malaysias Automotive Industry," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 11(4), pages 188-199, April.
    19. Leila Ebrahimi & Vahid Reza Mirabi & Mohammad Hossein Ranjbar & Esmaeil Hassan Pour, 2019. "A Customer Loyalty Model for E-Commerce Recommendation Systems," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 18(03), pages 1-33, September.
    20. Alić Adi & Činjarević Merima & Agić Emir, 2020. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands," Management & Marketing, Sciendo, vol. 15(1), pages 1-16, March.

    More about this item

    Keywords

    relationship marketing; trust; commitment; communication; conflict handling; customer retention;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:7:p:133-140. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.